Overview
The Department of Strategic Communication offers a major in Public Relations.
Students majoring in Public Relations learn how to promote a client's business, image, product or service. Public relations is a strategic communication process that builds mutually beneficial relationships between organizations (business, government, nonprofit, individual) and their public's. PR practitioners develop and deliver key messages through traditional and social media channels. The program provides a well-rounded education in public relations that emphasizes research and analysis, creative development and the relationship of all media to PR in both public and private sectors.
The hands-on curriculum reflects the importance of strategic critical thinking, research for understanding target audiences, writing, design expertise and creativity. Students create and execute a PR campaign in a senior-level capstone course that serves a client organization in the community. Demand for PR interns is high, and qualified students may elect to participate in the internship program to acquire professional experience in South Florida and other regions. The program has ties to the Public Relations Society of America and maintains a Public Relations Student Society of America chapter.
Curriculum Requirements for General Track
| Code | Title | Credit Hours |
|---|---|---|
| Core Courses | ||
| STC 102 | Graphic Design for Strategic Communication | 3 |
| STC 103 | Statistical Reasoning for Strategic Communication | 3 |
| JMM 108 | Writing for the Digital Age | 3 |
| STC 116 | Principles of Public Relations | 3 |
| STC 201 | Public Relations Strategy Development | 3 |
| COM 250 | Freedom of Expression and Communication Ethics | 3 |
| Advanced Writing and Communication Skills Requirement | ||
| COS 211 | Public Speaking | 3 |
| STC Courses | ||
| STC 232 | Writing for Public Relations | 3 |
| STC 311 | Public Relations Research | 3 |
| STC 435 | Advanced Research Methods for Public Relations | 3 |
| STC 436 | Public Relations Campaigns | 3 |
| Select One STC Elective: | 3 | |
| Crisis Communication and Management | ||
| Cases in Public Relations Administration | ||
| Public Relations Management | ||
| Corporate Communication and Public Relations | ||
| International Public Relations | ||
| Select 6 Credit Hours of School of Communication Electives with Approval of STC Faculty Advisor | 6 | |
| Marketing Requirement | ||
| MKT 301 | Marketing Foundations | 3 |
| Additional Requirements | ||
| ENG 105 and ENG 106 | 6 | |
| STC 103 (Double Counts for Major and Math Requirement) | ||
| Arts and Humanities Cognate | 9 | |
| STEM Cognate | 9 | |
| Minor, Second Major or Elective | 51 | |
| Total Credit Hours | 120 | |
Curriculum Requirements for Practice Track
| Code | Title | Credit Hours |
|---|---|---|
| Core Courses | ||
| STC 102 | Graphic Design for Strategic Communication | 3 |
| STC 103 | Statistical Reasoning for Strategic Communication | 3 |
| JMM 108 | Writing for the Digital Age | 3 |
| STC 116 | Principles of Public Relations | 3 |
| STC 201 | Public Relations Strategy Development | 3 |
| COM 250 | Freedom of Expression and Communication Ethics | 3 |
| Advanced Writing and Communication Skills Requirement | ||
| COS 211 | Public Speaking | 3 |
| STC Courses | ||
| STC 203 | Advanced Graphic Design for Public Relations | 3 |
| STC 232 | Writing for Public Relations | 3 |
| STC 311 | Public Relations Research | 3 |
| STC 346 | Public Relations Message Development and Execution | 3 |
| STC 436 | Public Relations Campaigns | 3 |
| Select two additional Public Relations Electives: | 6 | |
| Ethics in Strategic Communication | ||
| Travel and Tourism | ||
| Social Media Messaging and Strategies | ||
| International and Cross-cultural Advertising | ||
| Public Relations Internship | ||
| Public Opinion and Mass Communication | ||
| Crisis Communication and Management | ||
| Media Relations | ||
| Sports, Publicity, and Promotions | ||
| Public Relations Management | ||
| Corporate Communication and Public Relations | ||
| International Public Relations | ||
| Special Topics in Public Relations | ||
| Marketing Requirement | ||
| MKT 301 | Marketing Foundations | 3 |
| Additional Requirements | ||
| ENG 105 and ENG 106 | 6 | |
| STC 103 (Double Counts for Major and Math Requirement) | ||
| Arts and Humanities Cognate | 9 | |
| STEM Cognate | 9 | |
| Minor, Second Major or Elective | 51 | |
| Total Credit Hours | 120 | |
| * | Students must complete at least one course with an international or intercultural focus. Courses that meet this requirement include: STC 350, STC 482, COS 343, and COS 545. Other courses may be used to fulfill this requirement with the approval of an Advertising faculty advisor. Studying abroad also fulfills this requirement. |
| * | School of Communication students are required to complete a minimum of a minor (inside or outside of the school) in addition to their Communication major to graduate. For an optional 2nd major, please see your advisor. |
| * | School of Communication students must complete 6 credits of English Composition unless exempt based on SAT/ACT score or AP/IB exam, 3-6 credits of Mathematics, http://www.miami.edu/cognates/ and the Advanced Writing and Communication Skills Proficiency requirement. |
Upper Level Elective Requirement
36 credits at the 300 level or higher are required for graduation. These credits may be earned from your major, minor and/or second major, and electives.
Suggested Plan of Study for General Track
| Freshman Year | ||
|---|---|---|
| Fall | Credit Hours | |
| STC 116 | Principles of Public Relations | 3 |
| JMM 108 | Writing for the Digital Age | 3 |
| ENG 105 | English Composition I | 3 |
| Arts and Humanities Cognate | 3 | |
| STEM Cognate | 3 | |
| Credit Hours | 15 | |
| Spring | ||
| STC 102 | Graphic Design for Strategic Communication | 3 |
| STC 103 | Statistical Reasoning for Strategic Communication | 3 |
| COM 250 | Freedom of Expression and Communication Ethics | 3 |
| ENG 106 | English Composition II | 3 |
| STEM Cognate | 3 | |
| Credit Hours | 15 | |
| Sophomore Year | ||
| Fall | ||
| STC 201 | Public Relations Strategy Development | 3 |
| School of Communication Elective Chosen with approval of STC Faculty Advisor | 3 | |
| Minor or 2nd Major Course | 3 | |
| Arts and Humanities Cognate | 3 | |
| STEM Cognate | 3 | |
| Credit Hours | 15 | |
| Spring | ||
| COS 211 | Public Speaking | 3 |
| STC 232 | Writing for Public Relations | 3 |
| Arts and Humanities Cognate | 3 | |
| Minor or 2nd Major Course | 3 | |
| Elective | 3 | |
| Credit Hours | 15 | |
| Junior Year | ||
| Fall | ||
| STC 311 | Public Relations Research | 3 |
| Select 3 credits in STC/COS Electives with an International or Intercultural Focus: | 3 | |
| International and Cross-cultural Advertising | ||
| International Public Relations | ||
| Introduction to Intercultural Communication | ||
| Intercultural Communication: International Perspectives | ||
| Minor or 2nd Major Course | 6 | |
| 300 Level Elective | 3 | |
| Credit Hours | 15 | |
| Spring | ||
| MKT 301 | Marketing Foundations | 3 |
| STC 435 | Advanced Research Methods for Public Relations | 3 |
| Minor or 2nd Major Course | 3 | |
| 300 Level Elective | 3 | |
| Elective | 3 | |
| Credit Hours | 15 | |
| Senior Year | ||
| Fall | ||
| STC 436 | Public Relations Campaigns | 3 |
| Minor or 2nd Major Course | 6 | |
| 300 Level Elective | 3 | |
| Elective | 3 | |
| Credit Hours | 15 | |
| Spring | ||
| Select one of the following: | 3 | |
| Crisis Communication and Management | ||
| Cases in Public Relations Administration | ||
| Public Relations Management | ||
| Corporate Communication and Public Relations | ||
| Special Topics in Public Relations | ||
| Minor or 2nd Major or Elective Courses | 12 | |
| Credit Hours | 15 | |
| Total Credit Hours | 120 | |
Suggested Plan of Study for Practice Track
| Freshman Year | ||
|---|---|---|
| Fall | Credit Hours | |
| STC 116 | Principles of Public Relations | 3 |
| JMM 108 | Writing for the Digital Age | 3 |
| ENG 105 | English Composition I | 3 |
| Arts and Humanities Cognate | 3 | |
| STEM Cognate | 3 | |
| Credit Hours | 15 | |
| Spring | ||
| STC 102 | Graphic Design for Strategic Communication | 3 |
| STC 103 | Statistical Reasoning for Strategic Communication | 3 |
| COM 250 | Freedom of Expression and Communication Ethics | 3 |
| ENG 106 | English Composition II | 3 |
| STEM Cognate | 3 | |
| Credit Hours | 15 | |
| Sophomore Year | ||
| Fall | ||
| STC 201 | Public Relations Strategy Development | 3 |
| STC 203 | Advanced Graphic Design for Public Relations | 3 |
| Minor or 2nd Major Course | 3 | |
| Arts and Humanities Cognate | 3 | |
| STEM Cognate | 3 | |
| Credit Hours | 15 | |
| Spring | ||
| COS 211 | Public Speaking | 3 |
| STC 232 | Writing for Public Relations | 3 |
| Arts and Humanities Cognate | 3 | |
| Minor or 2nd Major Course | 3 | |
| Elective | 3 | |
| Credit Hours | 15 | |
| Junior Year | ||
| Fall | ||
| STC 311 | Public Relations Research | 3 |
| Select 3 credits in STC/COS Electives with an International or Intercultural Focus: | 3 | |
| International and Cross-cultural Advertising | ||
| International Public Relations | ||
| Introduction to Intercultural Communication | ||
| Intercultural Communication: International Perspectives | ||
| Minor or 2nd Major Course | 6 | |
| 300 Level Elective | 3 | |
| Credit Hours | 15 | |
| Spring | ||
| MKT 301 | Marketing Foundations | 3 |
| STC 346 | Public Relations Message Development and Execution | 3 |
| Minor or 2nd Major Course | 3 | |
| 300 Level Elective | 3 | |
| Elective | 3 | |
| Credit Hours | 15 | |
| Senior Year | ||
| Fall | ||
| STC 436 | Public Relations Campaigns | 3 |
| Minor or 2nd Major Course | 6 | |
| 300 Level Elective | 3 | |
| Elective | 3 | |
| Credit Hours | 15 | |
| Spring | ||
| Select one of the following: | 3 | |
| Ethics in Strategic Communication | ||
| Travel and Tourism | ||
| Social Media Messaging and Strategies | ||
| Public Relations Internship | ||
| Public Opinion and Mass Communication | ||
| Crisis Communication and Management | ||
| Media Relations | ||
| Sports, Publicity, and Promotions | ||
| Public Relations Management | ||
| Corporate Communication and Public Relations | ||
| Special Topics in Public Relations | ||
| Minor or 2nd Major or Elective Courses | 12 | |
| Credit Hours | 15 | |
| Total Credit Hours | 120 | |
Mission
The Public Relations Program mission is to prepare professional communicators who understand and can demonstrate the use of theory, research, planning and evaluation in effective public relations practice. We are committed to building students’ ability to apply ethical principles to decision-making and to perceive each communication and its intended audience holistically, based on understanding and appreciating cultural and other differences.
Goals
We seek to nurture students’ analytic and creative skills with the goal of graduating insightful, resourceful citizens of a global society, and to challenge them with multiple opportunities for learning, self-discovery and professional practice.
Student Learning Outcomes
- Students will demonstrate an understanding of how research is conducted and findings are effectively applied to strategic communication planning and in the practice of public relations, including the ability to conduct secondary and primary research, compile and analyze data via statistical analyses and SPSS software, and interpret and summarize the results.
- Students will write and design effective, audience-sensitive messages for public relations purposes in settings inside and outside the classroom that follow standards of professional practice.
- Students will demonstrate the ability to prepare and evaluate strategic communication plans/ proposals at a professional level, which requires effective research, writing, design and oral presentation skills.
